Peter Rowe, UK MD of affilinet, commented: “It seems that while more than half of the respondents we questioned are users of online ad-blockers in some way, one of the biggest issues associated with wanting to remove ads is that the targeting of ads is not quite hitting the mark; with more than half confessing the ads they used to see were irrelevant.

“One must, therefore, assume that with better targeting of online ads, Brits would be more likely to re-embrace being communicated with online via brand messaging.”

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